Roll No. .... 8500 C-397 SO/s013040" August — September 2922 Master of Business Administration (MBA) Examination (Pull Time) (New) Sceond Semester FT -205C : MARKETING MANAGEMENT ‘Time 3 Hours} {Max. Marks 80 Notes Attempt any four questions from Section A, Each question carries 15 marks and Section B is compulsory and carries 20 marks, Section A. 1, What do you understand by concept of Marketing ? Briefly explain various factors present in the Marketing Environment, 2, Explain Market Segmentation and Positioning with suitable examples. How 2 market can be segmented for Cosmetics Products ? 3. Briefly explain strategies for Market Leaders and Challengers with examples. 4, Briefly discuss Product Classification and explain Product Life Cycle taking examples of Electronic. Products, 5. Discuss various types of Channels of Distribution and their functions with examples from FMCG Products. 6; Write stort notes on anjy wo OF the TOWRBS (@) Pricing Methods (b) Integrated Marketing Communication (©) Digital Marketing, Section B 7. Read the case carefully and answer the questions given below : LIBERTY SHOES LIMITED (LSL) ‘ Established in 1954, Liberty Shoes have been fashioning footwear for well over SO years for the style conscious people around the globe. It started its joumey as a sinall shoe manufacturing unit in Kareal, manufacturing « humble 4 pairs a day. Today, manufacturing $0,000 pairs a day and being one of the leading manufacturers in the leather footwear indusny in India, ithas indeed come a long way. It he dress up the feet of the fashion-driven and quality-seeking customers in more than 25 countries, v1 includes major international fashion destinations like France, Italy and Germany. It has ‘worldwide distribution network of 130 istrbutors, 400 exclusive showrooms and more than 6000 mmulticbracd outlets. Currently, LSL is teaded by Mr. Adesh Gupta as its CEO. It is a part of the “ Sroup” whi includes other associate companies ~ Liberty Retail Revolution Limited and Lib yer ih company saw major expansion inthe 2000s, both in real and manufacturing bases, eading tee growth, in the year 2002-03, the company posted a real tmover of Rs. 400 crore, Also in Ape 2008 Literty Group underwent an importint restructuring and its product portfolio was also revamped, Ace Bart ofthe restructuring proces, the eompany splits manufeturing and retail business in lary 2004 with Libery Shoes as the holding company for it shoo business and a subsiiery Libory’ Reel Revolution Lid, for its retail business, which established a new retail channel through “erotic Stores”, ‘ » to P.T.O. https://www.davvonline.com2 C397 After 50 years of its existence, today Liberty produces footwear for the all age groups. FOR MEN ; Coolers, Fortune, Force 10, Gliders and Windsor; FOR WOMEN : Force 10, Gliders, Senorita and Tiptopp, FOR KIDS ; Footfun, Force 10, Gliders, Prefect; SAFETY SHOES : Freedom , Warrior and ‘Workman, Ht also has a range of designer and innovative products. LSL has partnered with fashion designers inchiding Rohit Bal, Rajesh Pratap Singh, Rina Dhaka, Rohit Gandhi, Ashish Soni and Suneet Verma to develop footwear to match their clothing tines, For these designers, it doesn’t end at a coming up with a fancy design. They are also looking to incorporate the latest innovations and technological advancements in their shoes in pursuit of the perfect mix between fashion and comfort. Its designer and innovative footwear range includes : Oxygen Power; Motion Propeller; Acu Massager; Feather Walk; LTX Zone; Tetra; Wave Massager; Flexotech; Techno Walk; and Mark Free. LSL is aiming at opening up 1,000 exclusive showrooms in India and abroad, and be closer to our 1000 Cr. Vision, For designing its marketing strategy for designer and innovative products, LSL needs to know about changing preferences of young urbanites in India. Questions ; 1. Which consumer segments are catered by Liberty Shoes ? 2. What factors influence the consumer behaviour for purchase of footwear ? 3. What marketing strategy should be adopted by Liberty Shoes to attract young buyers ? 500 Sorso/30/49 https://www.davwvonline.com